SXD-253: Design Lab 4

Completely Integrated Message Making How can graphics, environment, and technology interface to deliver unique opportunities in brand awareness? This class looks at ways to involve and evolve these disciplines into projects that move far beyond tranditional approaches to graphic and advertising campaigns, retail, hospitality and exhibit design. Students will explore branding in three different assignments: 1. Pop-Up Retail/Rogue Shows How do you create a temporary environment that appears unannounced quickly draws a crowd to deliver a message that captures a brand attitude and essence and then disappears or morphs into something completely dirrerent? The future of branding must resonate with today's consumer who wants to be challenged, delighted and educated in unexpected ways. 2. Event Design Event design for corporate functions where the branded message is obvious is one way to speak to an audience. But more and more these branded events are becoming non-labels. Quiet forms of messages are strongly focusing on a targeted purpose for the audience. A one day event can take the shape of finding an old train yard that has a history and making it into a one night concert that offers the best music acts in the world. 3. The City Block Develop a city block into one branded environment. From a window to a facade to the sidewalk and the road. All aspects of a city block and what is encountered along the way can be used to deliver an experience that points to a place, a product, or a service. Technologies are emerging that are changing the landscape of architecture in an urban environment. A brand that can take advantage of this opportunity will have the ability to tell their story several thousand times a day. Lectures include past branding efforts in time from super graphics of the 70's to the uber interactive events of today where the audience is the medium and translators of the message. Guest speakers will share case studies of their own projects as well as those that have inspired them.